Boosting SaaS Revenue: Optimizing Landing Pages with Webflow

So, you’re here to find the best way to build a SaaS landing page that converts. In this article, we’ll show you the steps in designing and optimizing a landing page that captures your visitor’s attention and motivates them to convert. Let’s get into it!

The goal of a SaaS landing page is to convert visitors into potential customers. To achieve high conversion rates, landing pages must tell visitors what they want to know quickly and clearly. 

There is no finish line when creating a successful landing page for a SaaS business. You must continuously optimize your site based on performance and feedback from previous testing.

Here are the steps for creating an effective SaaS landing page.

Know your audience

Before we get into the design and content creation, ask, “Who am I creating this page for?” Understanding your target audience, their needs, and desires lets you deliver the right content, ultimately leading to higher conversions.

Remember the people you’re talking to. The features and selling points you’re highlighting for users and the people who use your SaaS product may differ from those you showcase to the people who make the decision. Your call to action (CTA) may vary too – for example, users may be interested in demos or webinars, while buyers prefer free trials.

Avoid using the same design and content for every persona, as your conversion rates will suffer. Therefore, the better you know your audience, the easier you’ll create content that speaks their language.

In this guide, we’ll show you the steps to building a landing page design system that lets you easily publish as many variations as you need for a custom landing page. We’ll do this without using an ugly landing page builder or a pre-styled template like everybody else. 

But how do we build it? A dynamic landing page design with a CMS, or in this case, with Webflow CMS. And it only takes a few steps as explained below.

Creating a SaaS landing page

After figuring out who you’re creating the page for, the features you need to highlight, and the type of CTA you should craft, it’s time to make your landing page. It should include:

• A hero that contains your call to action
• A place for product features
• A section that displays social proof
• A repeat of your CTA
• A section that contains FAQ and others to help users gain confidence in your product

The hero

The hero section is your first impression. It must capture your audience’s attention and be interesting enough to keep them engaged for longer. Stats show you only have a few seconds to keep your visitors from bouncing, making it even more important to have clear, concise, and eye-catching content in your hero. This includes a valuable headline, a subheading focusing on features, and a CTA encouraging FOMO.

To improve the hero section further, add imagery to your header and feature a part of your product that shows your unique selling point. Some of the key features include:

• Avoid using stock photos when possible, as they may appear inauthentic.
• Video also works great, but you must consider web accessibility when adding animations and video to your webpage.
• Maintain subtle animations and provide static image alternatives.

Bonus tip: When including people in your imagery, get them to face your call to action. This will direct attention to the CTA.

Product Features

Next, highlight how your product or service will address your users’ pain points and demonstrate how the features will solve them. If your product is highly complex, focus on the features with clear benefits for your target users. Avoid including everything, as it may overwhelm your audience due to too much information. 

When using imagery or videos, show your product in action as much as possible. Explain to them how your product works and how it will solve their problems and pain points.

Social proof

Social proof works to gain your audience’s trust. Visitors who find positive outcomes and case studies inspire confidence in your product’s solutions and services. When displaying testimonials and success stories, target those that align with your target audience. Visitors will more likely convert when they feel represented through social proof. 

For example, a review that says, “ We experienced a 30% increase in productivity throughout the year!” will appear more valuable than basic testimonials like, “This product is amazing.”

Other common types of social proof include your client’s logos, awards, ratings, partnerships, and press coverage.

The call to action (CTA)

A landing page must only have one conversion goal – an action for your site visitors to complete. We’ve mentioned that a call to action should be in the hero of the landing page, but it’s also good to repeat it below the fold after visitors spend time exploring your page. This gives them a second chance to convert without needing to scroll to the top of your page, reducing friction for the visitor.

Your CTA’s wording can vary slightly from the first one, but remember to always have the same goal. If you’re offering a free trial in the hero section of the landing page, you should also convey the same message below. However, you can change the button text from “Try out our services today” to “Begin your free trial.” Check out our complete guide for crafting an effective call to action.

Focus on the benefits

Your voice and tone have a considerable impact on your page’s success. Recent studies show that using simple content that evokes positive emotions (joy and anticipation instead of fear and worry) may increase conversion rates. Although you must target your audience’s pain points, your copy should convey your product’s outcomes and solutions instead of emphasizing their pain.

For example, take a look at these two headlines:

• “Don’t waste any more time – use our app manager.”
• “Manage all your valuable projects in our app.”

The first headline reads like a punishment and evokes a sense of anger and frustration. This will set a negative tone for the rest of your page. On the other hand, the second headline uses positive language and offers a future state your audience will look forward to.

Conclusion 

Creating a high-converting SaaS landing page requires a deep understanding of your audience, a clear value proposition, and strategic design elements that inspire action.

By crafting an engaging hero section, emphasizing key product features, leveraging social proof, and incorporating effective CTAs, you can create a page that builds trust and motivates visitors to take the next step. Remember, simplicity and clarity are your best allies—keep the design clean, the content concise, and the user journey seamless. 

Start building, keep iterating, and watch your conversions soar!